122 lines
4.3 KiB
Markdown
122 lines
4.3 KiB
Markdown
---
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name: ck-copywriting
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description: >
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Writes, edits, and refines marketing copy, documentation, and content for any medium.
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Activate when user says 'write copy for', 'improve this text', 'make this more compelling',
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'write a landing page', 'product description', or 'help me write this email'.
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Accepts drafts, briefs, target audience descriptions, and tone guidelines.
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---
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## Overview
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Produces high-quality written content across formats: landing pages, emails, product descriptions, blog posts, UX microcopy, and technical documentation. Adapts tone and style to audience and medium.
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## When to Use
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- Writing or improving marketing copy for landing pages, ads, or emails
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- Crafting product descriptions, feature announcements, or release notes
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- Editing existing text for clarity, tone, or persuasiveness
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- Writing UX microcopy (button labels, error messages, empty states, tooltips)
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- Creating onboarding sequences or drip email campaigns
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- Technical writing for developer docs or API references
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## Don't Use When
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- Task requires domain-specific legal or medical accuracy (verify with a professional)
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- User needs SEO keyword research (use a dedicated SEO tool)
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- Content needs real-time data or news (model knowledge has a cutoff)
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## Steps / Instructions
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### 1. Clarify the Brief
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Before writing, confirm:
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- **Goal**: What action should the reader take?
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- **Audience**: Who are they? Technical? Executive? Consumer?
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- **Tone**: Professional, casual, witty, authoritative, empathetic?
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- **Format**: Email, headline, paragraph, bullet list, full page?
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- **Constraints**: Word count, brand voice guide, banned phrases?
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### 2. Apply Copywriting Frameworks
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**AIDA (Awareness → Interest → Desire → Action):**
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```
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Headline: Grabs attention, states core benefit
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Subheadline: Builds interest, elaborates on promise
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Body: Creates desire through benefits, social proof, specifics
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CTA: Single, clear action with urgency or value
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```
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**PAS (Problem → Agitate → Solution):**
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```
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Problem: Name the pain the reader feels
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Agitate: Amplify why it matters / consequences of inaction
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Solution: Present your product/feature as the relief
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```
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**Feature → Benefit → Proof:**
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```
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Feature: "Real-time collaboration"
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Benefit: "Your whole team stays in sync without meetings"
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Proof: "Teams using it cut status meetings by 60%"
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```
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### 3. Headlines and Subject Lines
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Strong headline formulas:
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```
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How to [achieve result] without [common pain]
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The [number] [things/ways/secrets] to [desired outcome]
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[Do X] like [aspirational reference]
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Stop [doing painful thing]. Start [doing better thing].
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[Outcome] in [timeframe]: [Brief credibility hook]
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```
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Email subject line principles:
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- Under 50 characters for mobile preview
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- Personalization token where natural: "{{first_name}}, your dashboard is ready"
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- Curiosity gap or clear value, not both at once
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- Avoid spam triggers: ALL CAPS, excessive punctuation, "FREE!!!"
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### 4. UX Microcopy
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Error messages:
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```
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Bad: "Error 403: Forbidden"
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Good: "You don't have permission to view this. Contact your admin to request access."
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```
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Empty states:
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```
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Bad: "No data found."
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Good: "Nothing here yet. Add your first project to get started. [+ New Project]"
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```
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Button labels — use verb + object:
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```
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Bad: "Submit" / "OK" / "Click here"
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Good: "Save Changes" / "Send Message" / "Start Free Trial"
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```
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### 5. Editing Pass
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Run through these checks:
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1. **Clarity**: Could a 12-year-old understand the core message?
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2. **Specificity**: Replace vague claims ("great", "amazing") with evidence
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3. **Active voice**: "We built X" not "X was built by us"
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4. **Cut ruthlessly**: Remove every word that doesn't add meaning
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5. **Read aloud**: Awkward rhythm means awkward reading
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6. **Single CTA**: Multiple asks dilute conversion
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### 6. Tone Calibration
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| Audience | Tone Markers |
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|----------|-------------|
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| Developer | Direct, technical, no fluff, code examples welcome |
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| Executive | Outcome-focused, metrics, business impact |
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| Consumer | Warm, benefit-led, relatable, social proof |
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| Enterprise buyer | Professional, risk-aware, ROI-focused |
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## Notes
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- Always match tone to the existing brand voice if one is established
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- First draft is for structure; second draft is for words; third is for cuts
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- Read competitor copy to understand category conventions before breaking them
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- Concrete numbers always outperform vague claims: "saves 3 hours/week" beats "saves time"
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